Apple's Fall Launch Event Meets Expectations with New iPhone Models
Apple's fall 2026 launch event, 'Shine a New Light,' has come to an end, and according to Goldman Sachs and JPMorgan research reports, it largely met expectations. The event saw the unveiling of several new products, including the highly anticipated foldable iPhone Duo, the iPhone 18 Pro/Pro Max, the Apple Watch Series 12/Ultra 4, and the AirPods 5.
The price hike for the iPhone 18 Pro has been increased by $100 to $1,199, while the iPhone 18 Pro Max is priced at $1,299. JPMorgan noted that this uniform price increase represents a delicate balancing act between absorbing upstream cost pressures and maintaining shipment cycles.
To mitigate the impact of price hikes on end-user purchase intent, Apple introduced a comprehensive suite of payment and trade-in solutions, including the Apple Upgrade leasing program, which allows users to opt for a 24-month lease at $34.99 per month or a 12-month lease at $49.99 per month.
The new foldable iPhone Duo features a 7.6-inch inner screen, a 5.4-inch outer screen, and a five-grade titanium body, making it the thinnest iPhone in Apple's history when unfolded. JPMorgan believes that the pricing is competitive and is expected to attract Android foldable users to switch to the Apple ecosystem.